Captive Audience “We use mostly social media and
deal websites like Groupon, which have brought in a lot of business. Next I’m going to try putting an ad in the local movie theater. Every time I go to the movies I’m watching the local ads and I say to myself, ‘I have no choice but to watch this.’ It’s like dealing with a captive audience,” Autry said.
shop to the customer centers around one key idea—less is more. Upon looking at the shop photos on their website and Facebook page, this approach is clear. Product from Elettro- media, Compustar, and Arc Audio (among others), line the walls, while the floor remains clear for ease of customer browsing.
In contrast with most sales strategies of
going straight for jugular, AI’s approach is to start with a 10 to 15 minute history of the shop and description of who they are and what they do. Clients are also asked if they’d like to take a tour. Some go, but most opt out due to time limitations. Those that do go are taken through the showroom, outside into the carhop style
Holiday Nightmare “We did a radio advertisement one Christmas that was complete failure. We had one phone call the whole time. An outside salesman made us want to do it. Tey tell you they’ve got a fantastic deal but I think we were competing against the other shops that do radio ads in the same town. A lot of these are swap- meet based car audio shops. You can’t convey over the radio how they’re differ- ent from deal-heavy shops,” Autry said.
me-mag.com 47
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68